Who do you wantto get to door think what?And how do you knowwhen they’ve done it?
Define the specificsSales increase? Reputation improvement? Customer service speed?Measure the outputssocial mentions, links, views, engagement, followers and friendsEvaluate the outcomes and impacts against budgetCPA, tracker research, behaviour change, sales increase
Social Media/Online PR => £300K of trackable sales
The social media crisis cycle Other twitterati drive the story. Someone is offended (by a brand) and tweets it Bloggers get interested. Brand responds. Or doesn’t Mainstream news expands and propagates story Brand’s response is picked over by social media gurus